Pieter De Pauw


Graduated as Master in Sociology (UGent, 2009), I completed various large-scale studies on youth work, as commissioned by the Flemish government. Since 2014, I am conducting PhD research in context of the AdLit project (funded by VLAIO), investigating minors’ advertising literacy for new advertising formats. More specifically, my work focuses on whether and how children recognize, understand and reflect critically upon contemporary advertising tactics, and how certain interventions may help them to do so more spontaneously and effectively. I study this topic from different angles by using a variety of methods, both quantitative (experimental and multilevel techniques) and qualitative (focus groups).

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PhD Project

My research is part of AdLit (short for Advertising Literacy), which is a four-year interdisciplinary project (2014-2018) funded by VLAIO (Flanders Innovation & Entrepreneurship). The project is a collaboration between four Belgian Universities (UGent, KUL, UA & VUB) and various stakeholders. The main goal of AdLit is to investigate how children can be empowered to cope with contemporary advertising, and become critical consumers making conscious and informed choices.

Supervisors: Liselot Hudders and Veroline Cauberghe


Voldersstraat, 9000 Ghent